How does a cafe operate that can make a lot of money without selling coffee?

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

Some friends who start a business for the first time are always naive to think that as long as I focus, I will make money if I make the product to the extreme. The focus here is also the so-called focus in many physical stores, that is, it is limited to a certain industry or category.

For example, those who sell clothes sell clothes alone, those who sell coffee sell coffee, and those who sell hot pot sell hot pot alone. You might say, isn't it good for me to focus on the extreme of the product? Is there a mistake?

It's not that it's not good, and you're right, but one day, if your peers are selling products at a loss, can you stick to it? When there is competition in all industries, unless you have a very strong brand core competitiveness, but precisely many people are engaged in the industry does not exist, even if you have a strong brand competitiveness does not necessarily make money.

However, let's look back at some giants, such as the familiar iPhone, which is the ultimate in making products, but does he only sell mobile phones? Of course not. Computers, tablets, and even cars. And Xiaomi, at the beginning, many people are recognized as a mobile phone to achieve the ultimate start, but today, you will find that his mall is not only mobile phones, there are dozens of hundreds of products.

There are familiar 360 antivirus starters, Tencent QQ starters, but today they just do antivirus software? Just do QQ? So, you will find that they don't make a lot of money from antivirus software or QQ, because they are provided to you for free, and they take the product to the extreme.

Many people may say, you say these are too far away, what does it have to do with me? now I can't make a cell phone or another QQ, but the thinking in it is worth thinking about.

They all attract users through an extreme product, but those who make a lot of money rely on other products, and many of these users who buy other products happen to be attracted by the extreme products at the front. for example, many users who buy Xiaomi TV are basically users who have already bought Xiaomi mobile phones, which in short is to maximize the value of users. Many people spend 100 yuan to attract users who earn only 10 yuan, but they can spend 100 yuan to attract users to earn 1000 yuan or more.

Well, the sentence about maximizing the value of users may not be well understood by many owners who play with physical stores. As a physical store with such a large area, you can't say that you want me to move all my products to the store to sell. It would be a grocery store, wouldn't it?

So, today, I would like to share with you how physical stores maximize users' play, how to make money every day through the perfect combination of online and offline, even if your physical store closes. I once suggested a boss to play this way, and I have told a lot of people, but many people do not understand this game. I believe there will be more and more of this kind of play in the future, those who understand are secretly counting the money, and those who do not understand continue to struggle.

So what kind of model is this, and how do physical store owners play with this model? Today, we will give you a thorough understanding of the power of this model through the case of a cafe.

One owner set up a coffee shop in Nordic style, managing coffee and meals. From the decoration style to the coffee shop's raw materials are imported, including some tables and chairs, lamps, coffee, and even baking technology. Mainly facing the middle and high-end people, users with a certain degree of spending power.

So this is the first step for them to take the product to the extreme. These alone can attract some users. According to the normal traditional model, they should make money from coffee and meals, or through low-cost coffee to attract users to consume meals to make money. Anyway, the ground store should make money from its products, which is a perfectly normal model.

But they did not do so, not satisfied with the profits of the store products, but the introduction of some Nordic products, such as some Nordic brand cups and cutlery, furniture, crystal accessories, and even watches, bags and so on. Display this product directly in the cafe, and when users see what they like, they can directly place an order to buy it.

Therefore, some people originally came in for a cup of coffee, but when they came out, they spent tens of thousands of dollars quickly, because they generally looked at these Nordic products while drinking coffee, and they liked them more and more, and finally bought them directly. Even if you don't like any products for the first time, it doesn't matter, because the coffee and meals here attract you, come here more often, and there will be a purchase in the end.

So, later, they found that the largest number of people came here to drink coffee, accounting for more than 50%, and not many people came here to eat and buy products directly, but the revenue was just the opposite, and the revenue of goods actually exceeded 50%. Because many coffee users buy products directly. Sometimes even encounter popular style products, product revenue of more than 90%, a very shocking set of data. This is something that many brick-and-mortar store operators have never thought of. A coffee seller actually earns more than 50% of his revenue from other commodities.

So this is a way to maximize space and maximize user value, because a coffee user must have other needs, and around the needs of these users, you provide them with corresponding products to meet them.

So, it seems wrong for you to say that he runs a coffee shop here. He earns more money from selling goods than coffee, but it seems wrong when you say that he sells goods. His shop clearly sells coffee and meals.

So, is it over here? If we say that at this point, it is only an offline game, and can not achieve the store closed can also make money, so there is an online combination.

So how do they combine online and offline perfectly?

They set up an official account online, and then irregularly share some Nordic life, various Nordic cultures, and deliver all kinds of Nordic practical information for you, through which users continue to convert products purchased by users. at the same time, set up an online micro-store, what do you sell on it? Sell household furniture, sofas, fashion products, some stereos, digital earplugs, cups and plates, coffee beans, coffee cups, even bags and socks, and even health products, etc., a completely Nordic style.

However, it is not realistic to put all these products in physical stores, so online is a perfect platform. Therefore, they not only make money offline, but also import offline traffic to the online, combined with the official account + mall model to continue to make money. So, you may see that his business is not very hot, but he can easily make millions.

Even if the physical store is closed today, it can still make money, because users can place orders to buy products online. So this is a whole set of offline and online moneymaking model. Offline for online shopping malls, while online also for offline ground stores. A lot of people do the push, isn't it just to let the offline channel traffic online? Many physical stores online official account advertising, is not online for offline traffic diversion? So, why now there are some online giants continue to open offline physical stores, because these two can be perfectly combined.

For them, offline coffee is a repetitive product that can continuously bring users to them, but it is the back-end products that really make money. Even if one day his coffee shop quit, they can still make money, because the online official account has a large number of users, ah, these users can continue to make money if they continue to spend, but the owners of many physical stores, ask yourself, if your physical store closes tomorrow, can you still make money the day after tomorrow?

So, you will find that their coffee shop is not only a coffee shop, but also a brand purchasing agency, a brand display store, a brand specialty store, and even some Nordic cultural community stores. This is to make a coffee shop with a kind of platform thinking and run a physical store with a kind of platform thinking.

Turn a store into an entrance to traffic, just like many people burn advertising fees to get users, and they burn brick-and-mortar stores to get users. generally speaking, users end up after spending in brick-and-mortar stores, but, their way of playing is to let you go home and sit on the sofa after spending in the brick-and-mortar store. It is possible to sell you products every day for 365 days, while all the back-end products are net profits. You don't need to spend a penny on advertising to attract users.

Don't you understand? Although it can't be imported for many brick-and-mortar stores, all you have to do is look for products related to users or target customers.

So they are a kind of thinking of operating users, using extreme products to attract users, combined with other products to meet other consumer needs of users, to maximize revenue in the limited space.